It's never happened before and it's happening again.
The Guardian seems to have published an earlier review of Gears of War: E-Day and almost immediately deleted it.
According to the author, much of the game takes place in large open locations, literally filled with collections, hundreds of them, and every time another object is next to it, the game gives a short sound signal.
The funniest thing happened after the particularly emotional cat-scene: the controller returned to the player and almost immediately the dramatic moment interrupted that very signal, telling him that another collection was rolling around.
It's a modern AAA game design.
#game